.1. Xiaomi: An Internet-Driven Miracle -- Nongfu Spring: Down to the Soul of a Brand -- Haier: A Brand That Started … Market -- WeChat: A Way of Life in the Information Age -- DingTalk: The Digital Way of Working in China -- The Ocean Engine …: A Front Runner in Digital Marketing -- A Lifestyle in the Third Place: Starbucks’ China Journey -- Creating Beauty that …

,, Spain -- Brand equity of store brands and its effect on customer value : Spanish consumer goods retail sector / Natalia … Yagüe, Autonomous University of Madrid, Spain -- Choice of national brand versus private label "me-too" new products in a …

off-brand products to generate market appeal when consumers have preconceived notions about the quality of generic … implemented to endorse generic and store-brand products available on the market. Highlighting brand competition between … wholesalers, retailers, and private brand names following a global economic crisis, this publication is an extensive resource for …

Innovative branding approaches are emerging since the fundamentals of brand management are being called into question … in brand management. Second, to identify the trends that may consolidate in the post-COVID scenario. A qualitative and … marketing professionals from Portugal and Brazil. Informed by the Brand Work Manifesto principles, the most relevant trends to …

The first volume in the Palgrave Studies in Practice: Global Fashion Brand Management series, this book provides a …1. Overview of Fashion Brand Internationalization: Theories and Trends -- 2. Ermenegildo Zegna: When Family Values …

: Retail franchising in emerging markets -- Chapter 5: Brand development in China -- Chapter 6: Social media marketing of … fashion supply chains -- Part II: Fashion Retailing and Marketing.- Chapter 3: Globalization and brand management -- Chapter 4 …